I agree. For example, many people view the "Mac and PC" ads as being about uncool vs. cool -- I think the actual marketing message is more about technology-that-does-what-I-want vs. technology-that-doesn't-do-what-I-want[1]. The Mac in the ads is portrayed as transcending the petty hassles and inconveniences the PC gets caught up in, and letting the user simply accomplish their task with ease. It makes the Mac appear aloof and cool, but really it's just that he's portrayed as being at the finish line while the PC is still tying its shoes.
[1]: I mean "does what I want" in the "my mom can make a photo slideshow without tech support" sense, not the "I can install Linux on my iPhone if I want to" sense
What explanation do you offer for why the PC guy was just some suit and the Mac guy was a well-known, kinda funny young actor (certainly never in a suit)?
John Hodgman (the PC guy) is pretty well known and certainly funnier than Justin Long (the Mac guy). I think part of the effectiveness of the ads is that PC is portrayed as sympathetic, if somewhat clownish.
[1]: I mean "does what I want" in the "my mom can make a photo slideshow without tech support" sense, not the "I can install Linux on my iPhone if I want to" sense